For today’s marketers, online channels present a vast array of new opportunity – as well as the potential for costly distraction. New and emerging platforms — such as social and mobile channels — continue to evolve the online landscape of consumer engagement. As a result, success metrics and economics can change quarterly depending upon customer adoption curves. Marketers can, and should, choose from a broad menu of […]
Last month I spoke to the leaders of RocketHub, a popular crowdfunding platform, about the efforts they and others supported by the Crowdfunding Professional Association (CfPA) are making to advance the rules and safeguards for expanding Crowdfunding to equity crowdfunding for businesses with the implementation of the JOBS Act in 2013. While the actual implementation of JOBS is months away, this week’s Congressional hearings are critical to […]
Social media platforms allow customer networks to be bigger, faster and better organized. They increase the downside of getting service wrong and the upside of getting it right. The effects are both direct and indirect. Zappos generates so much buzz with its fantastic service experience that the company can spend significantly less on marketing than its rivals. This virtuous service cycle spins faster because we get to […]
